Archive for the ‘Strategy’ Category

The Basic Social Media Mistakes Companies Still Make

Thursday, January 4th, 2018

See our new ‘Credentials’ presentation

Tuesday, April 25th, 2017


Bax Interaction launches ‘Discovery’ customer journey workshops

Thursday, December 1st, 2016

We have just launched Discovery workshops. These in-house workshops are designed to help organisations to discover how they can develop their marketing strategy to effectively match customers’ and potential customers’ needs.
In just one day, we will facilitate a group of up to 10 personnel to chart the customer journey to discover what the key stages are from the customers’ viewpoint. The aim is to understand the interactions that are most important to customers and then to identify how well the organisation meets their expectations in each case.

Once the journey has been charted, the organisation can test its assumptions internally before validating the stages with the market through external research. Following this, a final map can be created and justified marketing strategies can be developed and implemented. This approach enables the organisation to focus on the areas where it needs to be most proactive with its marketing activities.

The key outputs from our Discovery workshops are visible immediately: the attendees are more engaged with understanding how they can impact positively on the customer experience; obvious changes to marketing activities can be made straight away having an early impact on return on marketing investment; market research needs can be clearly identified and customer interactions can be improved.

Read more about our workshops here.

We have grown our core marketing research and strategy offerings over the last eleven years to include leadership development; coaching and mentoring and corporate training. We have the specialist expertise to assist organisations both locally and internationally, ranging from small businesses to large corporate clients.

Discovery workshops have been developed to enable both new and existing clients to develop effective marketing strategies that meet both market and organisational expectations.

To discuss how a Discovery workshop could help your organisation please get in touch with us now.

For more videos on our workshops please visit our YouTube channel

What are the ten steps used in ‘Discovery’ workshops? Steve Bax gives the details.

Thursday, December 1st, 2016

What is the customer journey?

Thursday, December 1st, 2016

Steve Bax talks about what Bax Interaction does

Thursday, December 1st, 2016

Companies that create exceptional customer experiences can set themselves apart from their competitors.

Wednesday, October 26th, 2016

What our clients say -The HR Specialists

Wednesday, March 27th, 2013


“We would like to thank you for helping us put together our marketing development plans recently, especially at a time when we are growing our business and have exciting ideas to pursue.

We particularly found the initial discussions and mapping exercise very useful in collating our thoughts, prioritising and planning the best way ahead.  Your business and marketing experience, expertise and practical help was extremely beneficial, as always – and the day was fun and informative!  The follow up action plan that you produced will no doubt help keep us focussed and on track to ensure we continue to expand and have a successful outcome.  We look forward to reporting back and reviewing our progress with you!

We would not hesitate in recommending you and your company to anyone, in whatever market sector they operate in.”

Laura Hopson FCIPD, Director – The HR Specialists


Bax Interaction adds a new dimension to its services

Thursday, June 14th, 2012


The Cambridge based marketing research, strategy and training consultancy Bax Interaction Limited, has added a new dimension to its services and a new member to its team.

The company, which has an impressive track record of improving marketing effectiveness for its clients, has welcomed Chartered Marketer Pippa Corbett as Marketing Projects Director.  Pippa, an experienced marketer with a strong background in the professional services, not for profit, technology and fresh produce sectors, joins the Bax Interaction team to strengthen the strategic marketing audit, analysis and marketing planning service and to bring a new dimension of ‘managing marketing projects’ to the mix.

With extensive local and market knowledge, Bax Interaction brings specialist expertise to assist organisations in the East Anglia area with marketing audits and research through to strategy planning, training and mentoring and the implementation of identified marketing tactics.

Says Managing Director Steve Bax, “We are delighted to welcome Pippa who brings extensive experience of the marketing audit process, implementation of strategic marketing plans and managing marketing projects to the team. With this added dimension, we can offer a unique service from tailored research and analysis of your target market, strategy realignment and development of your marketing planning and training and development of your core marketing personnel.  As a team we have the capacity and capability to ensure your marketing is working effectively”.

It doesn’t just stop there though.   At Bax Interaction, the team stays involved to ensure marketing works by helping clients to source and manage communications providers, mentoring marketing team members to ensure they are fully bought in and understanding of their roles and regular plan measurement and review sessions to ensure that the objectives are achieved.

Pippa Corbett joins Bax Interaction as Marketing Projects Director


‘Should do marketing’ – The importance of measuring your marketing activity

Monday, August 29th, 2011


Having taught marketing for nearly 20 years, I have long held the view that all marketers should come up with their own ‘model’ at some time or other in their careers.

As a profession, marketing uses large amounts of jargon and due to the nature of its role it also

has more than its fair share of models and matrices at its disposal.

One of the phrases that I have heard a lot recently is “should do marketing”.  It is being used to mean marketing activities that everyone should do such as send out newsletters or use social media.

What nonsense!  Yes, all organisations should do marketing but that is not the message being implied  by the use of the above phrase.  The suggestion is that there are certain key marketing activities that all organisations should be doing and that not to do them, therefore, is a serious failing on their part.  Something to be ashamed of.

I do not subscribe to this view.  The whole process of effective marketing is about matching the capabilities of the organisation to the needs and wants of its customers and markets for mutual benefit.  By definition, this means that in all cases effective ‘matching’ will be different. Therefore, the ways in which this is best communicated and via which media are also likely to be different.

Out of my frustration at this sweeping generalisation was born my own marketing model!

I have called it the marketing activity measurement model or MAM for short – yet another acronym to remember.

Its purpose is a simple one.

The aim is to help you to stop doing, so called, ‘should do’ marketing that isn’t working and to develop and improve upon the activities that are.

Marketing Activity Measurement Grid

  How to use the MAM model

To use the model you need to follow these three simple steps:-


Place all of your organisation’s marketing activities where you consider them to be on the grid.

* If you don’t know what return you are getting then they should be towards the left hand side of the grid

 * If you do know then they should be on the right hand side


Position each activity RELATIVE to the others. In other words, if one activity had the highest spend and gives you the best return it should be at the top right corner. Other high spend,  measured activities that deliver a lower return should be to the left and to the bottom of the lighter green box depending on known data.


  • Act on what you see.
  • Find ways to measure return on activities to the left side of the grid.
  • Look at creative ways to do this. Do some research. Measure numbers of enquiries, responses, sales, visits etc… 
  • Test new activities and force them into this model. Clearly, start with a small spend and then test results – then you can move to the right (green) side of the grid. When an activity stops delivering a return stop doing it!


What each quadrant indicates


This is intentionally in red.  It indicates you should stop what you’re doing and at the least measure it.  If you find that you are getting a low return then  stop doing the activity altogether.  If your findings move your position to the right i.e. the dark green box in the bottom right hand corner – then consider spending more until the optimum balance between spend and return is reached.


This quadrant is amber – i.e. possibly an issue to address – based on the assumption that you have a high spend on an activity for some reason.  Perhaps this is due to historic reasons or insight into your own market communication dynamics.  None of this changes the fact that until you are able to measure this activity you should reduce your spend to enable you to make a ‘should’ or should notdo decision.  If the measured return is high, the position of this activity moves to the right i.e.  the light green box.  Once here, you can look to make improvements to the activity or seek to find ways to lower spend and maintain the level of return.


Activities in this quadrant clearly fall within the ‘should do marketing’ category.  The indication here is that you should look to improve the activity.  How can you make it more effective for the same spend?  Are there opportunities for you to move your position down to the bottom right corner i.e. the dark green box?  Test different spend levels to establish whether the relationship between spend and return is affected.  If there is an opportunity to lower your spend whilst achieving the same return,  then this should be considered.


Again, these are ‘should do’ activities.  The indication is that you repeat the activities and seek to improve them in a similar way to quadrant 3.  Test the effect of increasing spend. Is the relationship between spend and return constant?  If so, invest until a  balance point is reached.

Like many other marketing models, this is all common sense.  Also, like many other marketing models, it exists because common sense isn’t being applied!

Finally, here is my take on ‘should do’ marketing:-

3 things …


Understand your markets and your customers sufficiently well to match their communications needs creatively


Measure ALL marketing activities


Then… continue with developing what works and STOP doing what doesn’t